Welcome to
Gouden Carolus
A complete marketing plan made by Sea foam sippers
Who, What and Why?
Sea Foam Sippers is a dedicated team consisting of three students:
Anna C. Santos, Ben Konnings, and Fadi Alagi. This team has been specifically formed to develop a comprehensive marketing plan for this project.
Het Anker has potential for growth, capitalizing on global demand for high-quality Belgian beer. Their unique, award-winning brews could appeal to consumers in the Netherlands seeking distinctive options. However, competition from larger companies and trends in non-alcoholic beverages threaten their market share. An insufficient social media strategy further complicates their ability to expand in a competitive landscape.

The company
Het Anker has successfully positioned itself in the market with a diverse range of products, including specialty beers like Gouden Carolus Triple and lighter ales like Maneblusser. Their award-winning offerings are available at 1,464 locations in Belgium, Luxembourg, and the Netherlands. Before COVID, the brewery attracted 35,000 annual visitors and has expanded to include a restaurant, hotel, microbrewery (“Batteliek”), and whiskey distillery on a 17th-century farm in Blaasveld. They also export to over 30 countries and employed 90 staff as of 2021.
Objectives
Through this Plan, we aim to identify the best strategies to promote Gouden Carolus beers, enhancing sales, brand recognition, social media engagement, and word-of-mouth in the Netherlands. To achieve this, we will assess the market and target demographic of Dutch specialty beer drinkers, understand consumer brand perception, and identify key factors influencing their beer purchase decisions. Additionally, we will analyze their social media usage and social habits to develop effective outreach strategies and estimate costs for a comprehensive media plan and strategy.
Visuals Showcase
Explore the visuals that were made to fit the campaign objectives perfectly using Adobe suit and Ai



